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Toby Harrison and Ben Priest from adam&eveDDB sit down with Heineken Marketing Manager Lynsey Hurst to share their tales of making a comeback for this iconic lager brand through a hugely effective campaign that looked beneath the ritual of male camaraderie so that Foster's could learn to reconnect with a new generation of UK men. They used humour to change the way beer brands talk to blokes and exported Australia’s famed ‘no worries’ attitude through a TV-led campaign. By doing this, Foster’s moved from third place to market leader, delivering £32 of revenue per £1 spent on advertising. Learn more about campaign Effectiveness here http://www.ipa.co.uk/effect... or #IPAEff
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